Brazen wins pitch for Bacofoil PR and social media brief

Brazen will be responsible for raising the profile of the brand with both its traditional audience and a younger 'foodie' generation. Activity will include a celebrity chef partnership as well as connecting with influential bloggers.

The account will be headed up by account director Natalie Cox.

Paul Feery, marketing director of Bacofoil, said the brand's communication strategy played a "crucial" role in the business.

He added: "Brazen demonstrated a wealth of knowledge and carefully chose tactics that would resonate with our target demographic, keeping us ahead of our competitors while offering a strong media hook."

Nina Webb, CEO of Brazen, said: "The nation is obsessed with cooking, proven by the 50-plus cookery shows that are currently on TV – not to mention the ever-growing popularity of the Great British Bake Off. This, teamed with Bacofoil’s strong brand heritage, will make for impressive results and a successful communications plan."